• by Tanya Gazdik , March 21, 2023

The National Hockey League and its longstanding partner Fanatics announced a new 10-year agreement beginning with the 2024-25 season.

The pact makes Fanatics the League’s authentic outfitter of on-ice uniforms and supplier of authentic jerseys at retail. .

Over the past two decades the relationship between Fanatics and the sports league has evolved to include NHL ecommerce and retail operations, fan apparel and headwear, replica jerseys, licensed memorabilia, performance and training products and on-ice Stanley Cup Champions apparel and headwear.

Since 2018, Fanatics has designed and manufactured the NHL’s Authentic Pro product line — the official performance and training apparel and headwear products worn by NHL Players, coaches and equipment and training staff. 

Fanatics CEO Michael Rubin called the agreement “a seminal moment in the history of Fanatics.”

In 2017, Fanatics began producing official NHL replica jerseys, applying nsights from research across thousands of fans to inform the design process for these products. Consumer feedback led to features such as a more tailored female jersey and foldable crests for easier storage. 

Fanatics will also apply its innovative vertical commerce model to the new authentic NHL jerseys, which allows fans to purchase products in real time in response to hot, trending teams and players, or during free agency or trade moments.